A signal generating apparatus includes: a memory configured to store instructions; and a processor communicatively connected to the memory and configured to execute the stored instructions to function as: a first generator configured to generate a processed signal by adjusting frequency characteristics of an audio signal representative of a sound from a virtual sound source based on a Head-Related Transfer Function (HRTF) corresponding to a target position of the virtual sound source; and a second generator configured to: generate, based on the processed signal generated by the first generator, a plurality of output signals in one-to-one correspondence with a plurality of loudspeakers; and perform panning processing to adjust a level of each output signal of the plurality of output signals based on the target position.